In the Chinese market under the upgrade of consumption, it is definitely a tempting 'big cake'. Not only domestic brands with local advantages have made the transition but also foreign ones with more technical details.
FAGOR Fagor, one of the most famous home appliance giants in Spain, is one of the "fiercemen." FAGOR Fagor, the founding member of the world's largest cooperative MCC (Mondragón Consortium), was the only player in the world Some manufacturers, such as kitchen cabinets, white goods, small household appliances, pots, gas wall-mounted hot water boilers and other diversified industries, continue to lead the European kitchen and home appliance market for many years. The products are sold to millions of families worldwide .
FAGOR Fagor's product line is quite rich
For the Chinese market, FAGOR Fagor grabbed the beach as early as around 2000 but was forced to slow its expansion in China due to the global financial crisis in 2008. Today, FAGOR has undergone a series of internal restructurings such as asset restructuring After that, FAGOR Fagor, with its strong rear, wanted to revive the Chinese market.
FAGOR FAG Group head of China Lu Yingxiang
'Prior to the head office's internal turmoil and reform, it really hindered the pace of market development, but the brand itself does not have much impact.' FAGOR FAGOR Group head of China Lu Yingxiang accept the 'Aiken appliances' interview frankly, 'The innovative strength of high-quality technologies, especially those featuring original design and aesthetic craftsmanship, and the rigorous, meticulous and responsible ethics are still up to now and will be the core competencies for FAGOR FEGOR to compete in the Chinese market.' '
Constantly develop unique and innovative products
FAGOR, a powerful industrial conglomerate with a long tradition of more than half a century, has had a very impressive record: the first pioneer in the world to propose the concept of a whole cabinet, as well as the first fireplace in a cupboard, the first Combined with the use of solar boilers, the first automatic washing and ironing machine, were born in FAGOR Fagor ... ... at a 50% annual investment funds for new research and development to ensure that its patented technology always Win the first prize.
Strong technical background and manufacturing endorsement are undoubtedly the solid backing for developing the Chinese market. 'Patented products, original design has always been FAGOR Fagor's core strengths and has been extended to the Chinese market.For example, the traditional motor broken wall machine upgrade to Frequency conversion motor, faster speed, lower noise, so that the original rough mixing become softer and more stable, greatly upgrading the user experience; For example, the traditional soot machine delay can not really solve the soot exhaustion problem, FAGOR method Grid is devoting itself to research and development of a breakthrough technology, and the products on the market will form a complete separation.For example, now catch the 'coal to gas' fast train boiler market, FAGOR Fagor has the technical advantages of imported European Lu Yingxiang talking about.
In the meantime, in order to better localize its products in the Chinese market, FAGOR Fagor will upgrade and improve its products based on the habits of Chinese consumers. For example, according to different cooking demands, For example, Chinese-style food culture such as soymilk and hot drink is specially added to the wall-breaking machine that originally only stirred fruits and vegetables, ice cream and other Western dishes.
In Lu Yingxiang view, now the level of consumption in China to upgrade very fast, higher quality requirements at the same time, the acceptance of new products is also very high, which for pure Spanish descent, good at original design FAGOR Fagor , Is undoubtedly a very big opportunity.
It is reported that FAGOR Fagor campaign in the Chinese market for nearly 20 years, has completed from cooking kitchen utensils, to broken machine, meat grinder, electric ceramic stove, air fryer, clothing care machines and other small appliances, and then to the refrigerator , Washing machines, dishwashers, smoke machines, stoves, garbage disposers and other white goods, as well as the boiler, the whole cabinet and other product line layout. "Next, based on the optimistic about the Chinese market and attention, FAGOR Fagor Further speed up the listing and promotion of new products, and combine valuable traditional concepts with innovative design concepts to guide the latest trend in the Chinese market. '
Speed up competition, by the electricity supplier to attack the Chinese market
In fact, FAGOR (Fagor) has achieved a resumption of growth in China with the escalation in consumption in the past two years, making Lu Yixiang, who has been stationed in China since 1997, more determined to enter the Chinese market with confidence and determination.
On the one hand, it is actively exploring the localization of China's E-commerce model. Following the pipeline of Fagor Fagor's cooking cookers and the successful sale of its small household appliances category, it recently formally settled in Tmall and Jingdong Flagship store, giving consumers a more convenient shopping experience.In the just-gone 'double 11' universal shopping carnival, FAGOR Fagor's broken BV-2711FWE series by virtue of its excellent quality and excellent performance, Get decent performance.
On the other hand, it is accelerating the overall layout of physical stores, 'FAGOR Fagor is committed to opening 200 new stores throughout the country in the next three years to meet the needs of users' offline experiences. "Lu Yingxiang said the online experience store Will display and display FAGOR Fagor a full lineup of products that allow consumers to experience the fashion design concept from Europe.
FAGOR Fagor's offline shop
For the location of the new store, targeting high-end brand positioning FAGOR Fagor will target a mainstream city in the second and second tier consumer, at present, located in the heart of Guangzhou, an area of 1,000 square meters of the first experience shop has been completed and will be next year Quickly copied to Shanghai, Qingdao, Chengdu, Wuhan, Zhengzhou and other parts of the country.
In addition to the rise of e-commerce, retail overweight, FAGOR Fagor also frequently moves on emerging engineering channels.With years of brand strength and professionalism in the overall kitchen and boiler project, FAGOR has been cooperating with China Resources, Huayuan, Sohu, Shenye South and other real estate developers signed a fine decoration of the strategic cooperation, continue to introduce embedded appliances into life.
Obviously, unlike the hurried layout around 2000, which has been practiced in the country for almost 20 years, FAGOR Fagel, who has been deeply concerned about the changing needs of Chinese consumers, has long been planning for a long time. The full product line + omnichannel Strategic layout, FAGOR Fagor will attack the way in China, go more smoothly.
